Whatever the position you’re applying for, landing a new job these days requires some digital savvy. Before the likes of Facebook, LinkedIn, and Twitter, employers relied on the trusted CV, a covering letter, references, and personal interviews to find the right fit.

This is no longer the case, and social media profiles and digital portfolios are increasingly becoming a factor when considering possible candidates. While the thought of having potential employers look at your social media feeds may mortify you, it is actually an opportunity to show your skills and experience – and perhaps even apply some of your creative flair to land that dream job.

The social CV

Mike Sharman, co-founder of Retroviral, an award-winning digital communications agency, explains that the digital age has given birth to ‘CV 2.0’, the ‘Socialium Vitae’.

‘The internet has granted us the ability to express our inner narcissist,’ Sharman says. ‘We build platforms or slap our credentials onto existing ones, broadcasting our achievements – even if no-one is listening. Graduates and even experienced hires need to make an impression on their desired employers.’

He believes that while some applicants are content with a traditional covering letter and CV combination, others are producing employment campaigns of such a high calibre that they not only highlight their strengths, but also have the ‘secret sauce’ to attract public attention. The result? Their ‘Socialium Vitae’ goes viral.

Take Alice Lee, for example, perhaps one of Instagram’s most forward-thinking users when it comes to leveraging it for job-hunting. Back in 2012, she was a student from Cupertino, California and really wanted to work for the social media site. She captured the attention of the company’s executives by creating an interactive infographic-style website, Dear Instagram – With Love, Alice, to host her four-page resumé.

Business leaders and employers are looking for original, thoughtful and creative applications that clearly demonstrate an ability to bring something out of the ordinary to the table. ‘There is much debate about whether or not online CVs will eventually take over from their paper cousins,’ says Sharman.

‘Although most of the examples that are online today focus on the digital industry, there is great potential for “viral” job applications to get yourself noticed in any industry,’ he says.

Is the traditional job application dead?

With all these digital advances, you may think the traditional CV is no longer that important, but Sharman warns that this isn’t the case at all.

Michelle Seko, a talent acquisition manager for Vodacom, says that even if you are invited to apply for a job through a personal referral or a connection on LinkedIn, the employer will still ask to see a CV.

Normally, the recruiter will ask for your formal CV and a covering letter before deciding whether to ask for references and your portfolio. She advises that a CV should be no longer than two pages, starting with your career highlights and achievements. Where relevant, you can include hyperlinks (if emailing the CV) or URLs to your portfolio or personal website.

Mike Stopforth, CEO at communications agency Cerebra, also has a word of caution around your social media activities. ‘I’m far less inclined to place precedence on the appearance of a CV these days, as perhaps I was five or 10 years ago. Most candidates who apply for a job at our agency actively participate in social sharing and connection, using sites like Facebook, LinkedIn, Twitter and Instagram, and a quick look at their content is often far more revealing and insightful than a curated CV. I guess the lesson is that anyone can view your social content at any time, so be mindful of what you post!’

Making that first impression: the covering letter

When it comes to crafting a standout covering letter, Seko has the following tips:

• Put yourself in the employer’s shoes and ask yourself how you would help the company to achieve its goals.
• Tailor your covering letter to the job, outlining briefly why you find the role so appealing, and what skills and personal qualities set you apart.
• Craft a short but compelling header for your letter or subject line for your email. Keep it professional, but try to grab the recruiter’s attention. If you were recommended for the job by a mutual contact, highlight that upfront; if you have a rare skill, don’t bury it too deeply in the letter. For example: ‘Referred by Bob Jones for marketing position’ or ‘Java developer – 10 years’ experience – looking for a new role’.
• Keep it short and ‘skimmable’. Use no more than 300 words and use sub-headings and bullet points to highlight the most important details. Conclude with a call to action that sounds confident without appearing pushy. For example, ask if it would be possible to meet for an interview.

This article originally appeared in Today Issue 1 2018.